Tailoring to the Audience? On the Potential Harms of Message Framing in Vegan Activism

Abstract This paper addresses the question of whether vegan activists should cater to their audience by framing their message according to the pre-existing values of their interlocutors. Specifically, I focus on deliberative activism, which is based on speech and exchanges with the audience. I propose that message framing can lead to a neglect of animal suffering in favor of focusing on less contentious motives for veganism, such as environmental or health benefits. I claim that neglecting the issue of animal suffering can have several problematic consequences. Concretely, I argue that message framing can: (1) lead to the objectification of animals, treating them as mere means to other ends (such as environmental and health benefits); (2) imply a denial of their personhood; (3) perpetuate their status as property; (4) enable future harm to animals; and (5) create a hierarchy of moral worth among different animal species. For these reasons, I suggest that message framing is less appealing than it initially seems.